Twenty percent of American adults make market decisions based on their concerns for health and social/environmental sustainability. These LOHAS (Lifestyles of Health and Sustainability) consumers represent a particularly attractive segment for natural/organic food and beverage manufacturers and marketers.

This course will focus on the profile of LOHAS consumers, including ways in which to reach them. Key product trends also will be discussed, including “organic,” “natural,” and “Fair-trade,” in addition to the ways in which these trends are evolving.

You will be able to:

• Identify 10 key 2009 trends and examples of what is seen in the market.
• Define the LOHAS consumer and gain insight into their market decisions.
• Understand who the Mainstream consumer is.

Intended Audience:

• Research and Development
• Sales
• Brand Management
• Nutrition
• New Business Development
• Packaging
• Regulatory Compliance
• Consumer Insights
• Personnel who interact with R&D
• Operations & Production Personnel
• Dieticians
• Academics
• Students

Learning Level:
All

Faculty:

Lynn Dornblaser
Director, CPG Trend Insight
Mintel International Group

Patti Marshman-Goldblatt
Senior Vice President
Natural Marketing Institute